Have you ever wondered why when you listen to music on Spotify, it feels like the only songs you listen to are your favorite genres?
Whenever I look for movies to watch on Netflix, the platform often recommends movies that are similar to the ones I like?
If you have, you may have fallen for “Personalized Marketing”!
So what is Personalized Marketing? Why can it win the hearts of customers? Ready to read now!
What is Personalized Marketing?
Personalized Marketing
An example that we see clearly in our daily lives is when we play TikTok and find a video clip on the For You Page. It’s the same style clip that we’re interested in. This is another example of Personalize Marketing or what we search for. ‘Dress to wear to an event’ and saw an advertisement for a dress pop up while I was browsing Instagram.
How many types of Personalized Marketing are there?
Segmentation
Segmentation personalization is when a business or marketer tries to divide the target audience into several groups, which may be divided by different criteria such as age, behavior, needs, as detailed as possible. Because the more detailed The more businesses will be able to focus on diverse target groups and be able to offer products and services that meet the needs of each group more effectively. But what you should be careful about is that too much segmentation can cause a business to not be able to control its break-even point because it spends too much on marketing to different segments.
1-to-1 Personalization
Doing 1-to-1 Personalization It’s different from segmentation because it really focuses on each target group. The information of each target group is collected in order to analyze and present products and services that meet the needs of each person. In order to do this, MarTech must come in to help with data collection. Analyze data And summarize the results. And using MarTech has another advantage: our competitors will not be able to know what strategies we are using behind the products and services. This is because each customer will have a different experience based on their own preferences.
This method is commonly used through online channels and various platforms such as
Personalized Email Marketing
Even though this platform has been in use for many years, But it is still one of the marketing channels that businesses should not overlook. This is because features in emails can be used to group recipients. You can also enter a specific recipient name. Can wish wishes on important days of customers such as birthdays and offer special promotions to each person through the use of Email
Personalized Content Marketing
In addition to the email channel, another popular form of personalization is Personalized Content Marketing, or using information about each customer such as preferences, behaviors, and problems to create content that each person is specifically interested in to create an impressive experience for each person through sending content to customers via social media or various websites.
Product Recommendations
Things that we often see It is to recommend products and services according to each person’s interests at that time. It is necessary to bring information like Product viewing history Purchase history The history of products being placed in each customer’s cart is used as information to present products with similar characteristics. together to increase the opportunity to sell products to businesses
Benefits of Personalized Marketing
Access to the right group of customers
Using customer data allows for more specific audience segmentation. This allows businesses to market to the point. No need to create content to reach customers using broad terms or content formats. To find a large group of customers But can communicate directly with customers who are suitable for products and services.
Helps businesses reach and connect with more customers.
Offer products and services that meet the needs of the target group
Personalized marketing helps businesses adjust their marketing plans to suit the needs, interests, and behaviors of customer groups. Because of this, businesses can offer products or services that are more relevant to the target audience. Because they know what type of target group needs the products and services that the business sells.
Create Customer Loyalty
Providing an experience that is modern and tailored to your customers’ personal interests helps make them more satisfied and more committed to your business. And most importantly, building good relationships with customers also increases the opportunity to convert general target groups into customers and from customers to regular customers who are loyal to our business as well.
Reduce marketing costs
Personalized Marketing helps businesses present products and services to the right target groups more efficiently and accurately. This allows businesses to not waste unnecessary resources and expenses on marketing. This helps to reduce marketing costs that are lost from marketing that is not to the target audience.
Steps for doing Personalized Marketing
1. Collect customer information
Personalized Marketing must begin with collecting customer information. Both in breadth and in depth This information can come from many sources, such as purchase history. Service usage information Internet usage and personal information such as age, gender, occupation, interests, problems encountered
2. Analyze and group data
After getting information about the target group The next step is to analyze data to group target groups or customers with similar characteristics. Able to use statistical data analysis techniques, machine learning, or other data analysis technologies. To compare and group customer data to be most effective, personas of each customer group may be created so that a consistent picture can be seen in the team and it will be easier to communicate with each group.
3. Set objectives and goals.
Once we have both the target group information and have divided the target group out. Determine the objectives of Personalized Marketing and set desired goals for each group of customers. Setting clear goals will help you create a marketing plan that meets your goals. Helps you reach your goals with more determination.
4. Present products or services that meet the needs of customers.
Once we know what each customer group’s interests, behaviors, and problems are. Next is marketing planning to offer products and services that meet the needs of each customer group. One of the ways that businesses must focus on is creating content that is suitable for each target group, including advertising and organizing promotions for each customer group. Use customer data to create and promote products or services that meet customer needs and interests.
5. Track and measure results
Another important step is to track the results of Personalized Marketing through measuring the effectiveness of each campaign. and use this information to improve future marketing plans or campaigns. Personalized Marketing is a process that must be continually improved. Therefore, data must always be monitored and measured in order to develop an appropriate marketing plan.
Tools for Personalized Marketing
Google Analytics
Google Analytics is a tool that helps collect information on the usage of the target group on the website, such as the number of visitors. Visiting behavior Keywords used in search and the time of visiting the website To use this information to analyze what kind of products and services the target group is looking for and present content according to the interests of the target group.
Google Optimize
Google Optimize is a tool for testing and customizing website pages to improve the user experience. You can use Google Optimize to do A/B testing to test the display on many website pages to see what type of website users like the most. It may be used to test the placement of images, videos, or ad copy to tailor website content to the preferences of different customer segments.
Hubspot
HubSpot is an online marketing platform that provides customer relationship management (CRM) services, with a system for storing different types of customer data. To use that information to analyze channels and ways to maintain good relationships with customers in the long term in order to transform them from target groups into customers. and transform ordinary customers into regular customers who are loyal to the brand You may use customer data analysis via email, chat, or phone calls to find out what customers want and create a better experience.
Mailchimp
Mailchimp is an email automation and email marketing management tool. In addition to sending emails, Mailchimp also has features that help with Personalized Marketing, such as creating campaigns tailored to your target audience. Using names and customer information in emails and following up on email delivery to increase the efficiency of email marketing as well.
Examples of businesses that do Personalized Marketing
Spotify
Cr. viwizard
- Playlist : Spotify Playlist Playlist
- : Spotify Discover Weekly
- : Spotify Machine Learning
Netflix
Cr. d3.harvard.edu
- : Netflix Algorithm Netflix
- : Netflix
- : Netflix
Shopee
Cr. Sphere Agency
- : Shopee “”
- : Shopee Personalized Marketing
- : Shopee Personalized Marketing
Summary
Personalized Marketing is another interesting marketing strategy for businesses that want to create a good experience for their target groups in order to turn those target groups into regular customers who are loyal to your teaching and services.
After reading, try sharing it with your friends. Which business example of Personalized Marketing do you like and why?
